Marketing Communications Management: concepts and theories, cases and practice makes critical reflections on the prime issues in integrated marketing communications and is designed to encourage the reader to stop and think about key issues. The author takes a managerial approach to the subject and provides a set of frameworks that facilitate both learning and teaching. A wide range of pedagogical features is included such as sample exam questions, 'stop points', vignettes, and case studies, and a summary of key points concludes each chapter. Most organizations need some form of marketing or corporate communications and this text is designed to service both practitioners and students undertaking formal study. The author addresses strategic and critical issues that dovetail with the current interest in marketing communications as reflected in the media, with particular emphasis given to advertising and sponsorship.

Autorentext

Paul Copley

Inhalt

Part 1 Marketing Communications in Context; Chapter 1 The Integrated Marketing Communications Mix and its Environment; Chapter 2 Theoretical Underpinnings of Marketing Communication; Chapter 3 Behaviour and Relationships; Chapter 4 Managing the Communications Mix; Part 2 Advertising as Art of Persuasion, Strategic Thinking and Managed Discipline; Chapter 5 Advertising Theory, Branding and Practice; Chapter 6 Creative Strategy and the Role of Semiotics; Chapter 7 Media Characteristics, Planning and Spend Issues; Chapter 8 Advertising Management; Part 3 Sales Promotion and Direct Marketing; Chapter 9 The Nature and Role of Sales Promotions; Chapter 10 Direct Marketing; Chapter 11 Planning and Managing Promotions; Part 4 Public Relations Issues; Chapter 12 The Nature and Role of Public Relations; Chapter 13 Corporate Communications; Chapter 14 Sponsorship; Chapter 15 Planning and Managing Public Relations; Part 5 Personal Communications; Chapter 16 The Nature and Role of Personal Selling; Chapter 17 Planning and Managing Personal Communications; Part 6 End Piece; Chapter 18 Research in and Evaluation of Marketing Communications; Chapter 19 Interactivity in Marketing Communications; Chapter 20 Key International Marketing Communications Issues;